Heart of the Lakes
Heart of the Lakes is a Michigan-based 501(c)(3) nonprofit founded in 2004 that serves as the collective voice and advocacy coalition for the state's land conservancies, representing more than 2,000 conservation and recreation organizations through leadership, public policy advocacy, and programmatic initiatives.
- Company typePrivate
- Founded-
- HeadquartersBay City, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Heart of the Lakes does
Heart of the Lakes is a statewide 501(c)(3) nonprofit organization founded in 2004 and headquartered in Bay City, Michigan, that serves as the collective voice and advocacy coalition for Michigan's land conservancies. Operating with a lean staff of approximately seven employees, the organization concentrates and strengthens the efforts of Michigan's land conservation community by providing leadership, innovative ideas, and public policy advocacy that no individual land trust could effectively mount on its own. Through its members and partners, the coalition represents more than 2,000 conservation and recreation organizations across the state.
The organization runs an interconnected portfolio of digital platforms and programmatic initiatives, including the main Heart of the Lakes website, the Urban Conservation Initiative (urban.heartofthelakes.org), the Passion & Purpose Adventure Hub (adventure.heartofthelakes.org), the Farmland Preservation Program (farmland.heartofthelakes.org), the Ramble & Mosey Podcast, and the protectMI campaign. These initiatives address rural land conservation, urban greening, outdoor recreation economy, farmland protection, and diversity/equity/inclusion across Michigan's public lands. The technology stack is conventional web content management with social media presence across Facebook, Instagram, Twitter, Vimeo, and YouTube, plus a monthly email newsletter (The Treeline); no proprietary technology, app, or AI capabilities are disclosed.
Heart of the Lakes is funded entirely through donations and contributions to its 501(c)(3) vehicle, with no published pricing tiers, membership dues, or fee-for-service revenue. Its go-to-market is community-led: acquiring supporters via its website, newsletter, and community events, and acquiring coalition members through statewide convening and policy engagement. Strategic financial support comes from named institutional funders including the C.S. Mott Foundation, The Conservation Fund, and the John A. Woollam Endowment for Conservation (established 2014), while operational partnerships with the Michigan Recreation & Park Association (mParks) and Michigan Trails and Greenways Alliance extend reach into the broader recreation and parks ecosystem.
Heart of the Lakes firmographics
Firmographics- Name
- Heart of the Lakes
- Legal name
- Heart of the Lakes
- Website
- https://heartofthelakes.org
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Heart of the Lakes is a Michigan-based 501(c)(3) nonprofit founded in 2004 that serves as the collective voice and advocacy coalition for the state's land conservancies, representing more than 2,000 conservation and recreation organizations through leadership, public policy advocacy, and programmatic initiatives.
- Ownership category
- akta.pro rank
Heart of the Lakes industry classification
Industry- Product category
- Land Conservation Nonprofit Coalition
- NAICS
- Environment, Conservation and Wildlife Organizations (813312)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Marine & Freshwater Conservation (BPAGAGAE)
- akta.pro secondary industry
- Water Resources & Watershed Protection (BPAGAGAK)
Keywords
Where Heart of the Lakes is headquartered
LocationHeadquarters
- HQ city
- Bay City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Heart of the Lakes business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations and Contributions: As a registered 501(c)(3) nonprofit, Heart of the Lakes relies on tax-deductible donations from individuals and organizations to fund conservation programs, campaigns, and initiatives across Michigan.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Heart of the Lakes product offering
Product offeringCore offering
Heart of the Lakes is a statewide nonprofit coalition that unites Michigan's land conservancies under a common goal of protecting the state's environmentally and economically significant land and water. It provides collective leadership, advocacy for smart public policy, capacity building, communication services, and education for land conservancy board members, staff, and volunteers, while operating programmatic initiatives in urban conservation, farmland preservation, and outdoor recreation advocacy.
Product overview
Heart of the Lakes is a statewide nonprofit organization serving as the collective voice for Michigan's land conservancies. The organization operates a network of interconnected digital platforms and initiatives focused on land conservation: the main Heart of the Lakes website provides organizational leadership and policy advocacy; the Urban Conservation Initiative (urban.heartofthelakes.org) transforms urban neighborhoods into greener spaces; the Passion & Purpose Adventure Hub (adventure.heartofthelakes.org) showcases outdoor industry partners and coastal preservation case studies; the Farmland Preservation Program (farmland.heartofthelakes.org) protects agricultural land; the Ramble & Mosey Podcast delivers conservation and outdoor recreation content; and various campaigns like protectMI and DEI initiatives address specific conservation challenges.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- United representation for 2,000+ conservation and recreation organizations statewide
- +1 more outcomes
Companies that use Heart of the Lakes
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Heart of the Lakes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Heart of the Lakes partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Michigan Recreation & Park Association (mParks)coreSince 2017, Heart of the Lakes has coordinated with mParks and Michigan Trails and Greenways Alliance to guide diversity, equity and inclusion for Michigan's public lands, trails, parks and recreation facilities. Together they represent more than 2,000 organizations.
- Michigan Trails and Greenways AlliancecoreSince 2017, Heart of the Lakes has coordinated with Michigan Trails and Greenways Alliance and mParks to guide diversity, equity and inclusion for Michigan's public lands, trails, parks and recreation facilities. Together they represent more than 2,000 organizations.
- protectMI CoalitioncoreAn education campaign championed by Heart of the Lakes, mParks, Michigan Trails and Greenways Alliance, with help from a coalition of nonprofits and outdoor businesses that advocate to protect and enjoy Michigan's outdoor spaces. Celebrates outdoor spaces by raising awareness of their accessibility and sharing stories of Michigan Natural Resources Trust Fund projects.
- Michigan Natural Resources Trust FundcoreprotectMI campaign raises awareness about Michigan Natural Resources Trust Fund projects that help create vibrant communities and enhance residents quality of life. Trust fund grants have funded development and expansion of parks, public green space, trail networks, protection of beaches, forests and wetlands, and improvement of park accessibility.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Heart of the Lakes competitors and assessment
Company assessmentRegional players
- Great Lakes Commission: Binational (US-Canada) agency promoting the integrated management and protection of the Great Lakes. Comparable in water-focused Great Lakes conservation and policy advocacy, though multi-state rather than Michigan-only.
Broad incumbents
- Trust for Public Land: National nonprofit that protects land for public use, including parks and working lands. Comparable mission of land conservation with policy and program work; broader geographic scope and larger operating budget.
- Land Trust Alliance: National umbrella organization for land trusts in the United States. Comparable to Heart of the Lakes as the national-level analog providing policy advocacy, education, and capacity building for member land conservancies.
- The Nature Conservancy (Michigan): One of the largest global conservation organizations with an active Michigan chapter that operates land conservation and policy programs. Comparable in land conservation focus but with vastly greater scale and direct land ownership capacity.
- Conservation Fund: National nonprofit focused on environmental conservation including land protection and economic development. A current financial partner of Heart of the Lakes; comparable mission with greater geographic reach and direct land acquisition activity.
Direct peers
- Michigan Recreation and Park Association (mParks): Michigan trade association for park and recreation professionals; strategic partner of Heart of the Lakes since 2017 on DEI for public lands. Directly comparable in membership-coalition structure serving parks and recreation constituents.
- Michigan Environmental Council: Statewide Michigan coalition of environmental and conservation organizations. Directly comparable in mission, geography, and membership-coalition model — both aggregate member organizations for collective advocacy in Lansing.
- Michigan League for Conservation Voters: Michigan-focused environmental advocacy organization. Comparable in operating geography (Michigan-only), mission (conservation), and member/donor-driven advocacy model.
- Michigan Trails and Greenways Alliance: Michigan statewide trails and greenways coalition that is an active partner of Heart of the Lakes (joint DEI initiative since 2017). Direct peer in coalition-based advocacy for public lands in Michigan.
- Michigan United Conservation Clubs: Michigan-based conservation coalition with similar statewide membership structure focused on natural resources and outdoor recreation advocacy. Highly comparable in operating model and member-organization constituency.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Heart of the Lakes social profiles
Digital presenceHeart of the Lakes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heart of the Lakes leadership team
Management profileNumber of profiles
Heart of the Lakes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heart of the Lakes M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Heart of the Lakes
What does Heart of the Lakes do?
Heart of the Lakes is a statewide nonprofit coalition that unites Michigan's land conservancies under a common goal of protecting the state's environmentally and economically significant land and water. It provides collective leadership, advocacy for smart public policy, capacity building, communication services, and education for land conservancy board members, staff, and volunteers, while operating programmatic initiatives in urban conservation, farmland preservation, and outdoor recreation advocacy.
Is Heart of the Lakes a public or private company?
Heart of the Lakes is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Heart of the Lakes founded?
Heart of the Lakes was founded in -1. It employs 1 to 10 people.
Where is Heart of the Lakes based?
Heart of the Lakes is headquartered in Bay City, United States, in the North America region.
How does Heart of the Lakes make money?
One revenue line is on record: donations and Contributions.
Who are Heart of the Lakes's main competitors?
Great Lakes Commission is listed as a regional player. Broad incumbents are Trust for Public Land, Land Trust Alliance, The Nature Conservancy (Michigan) and Conservation Fund. Direct peers are Michigan Recreation and Park Association (mParks), Michigan Environmental Council, Michigan League for Conservation Voters, Michigan Trails and Greenways Alliance and Michigan United Conservation Clubs.
Does Heart of the Lakes have an API?
No public API is recorded for Heart of the Lakes.
What industry is Heart of the Lakes in?
Heart of the Lakes's product category is Land Conservation Nonprofit Coalition. Its primary akta.pro industry code is BPAGAGAE, Marine & Freshwater Conservation, with a secondary code of BPAGAGAK, Water Resources & Watershed Protection. Its NAICS code is 813312 and its SIC code is 8600.